Going Viral

The Gawker Guide

Meet Neetzan Zimmerman

1) Gawker’s most-read blogger2) In 2013, 9 of the top 10 Gawker posts were by him3) In November, had 17m readers, or 80% of Gawker’s

visitors

How He Does It1) Monitoring a list of 1000 websites, scanning 500

items every morning2) Working 7 to 73) Focus on human interest stories, inspirational

stories: indulge primal interests4) Don’t post during rush hour. Nobody reads then.

Zimmerman posts at 9 am and 12 pm.5) Work hard on your headlines.6) Ever-green content: will this keep going around on

Facebook and Twitter for months?

This Post

This Post

1) Monitoring lots of news items ✔

2) Working 7 to 7 ✘3) Human interest ✔

4) Don’t post during rush hour ✔5) Work hard on your headlines /✔ ✘6) Ever-green content ✔

How To Replicate It

How To Replicate ItMost times, a smart, descriptive

headline does the trick.

How To Replicate ItLook at what Daily Mail is doing.

How To Replicate ItThe same story, covered by others:

Which Of These Links Would You Click On?

The Problem With Link-BaitWhat if all websites looked like Buzzfeed?

Link-Bait Does Not Work Everywhere

CNN faces Twitter backlash

Sometimes, Just Tell The Story Straight

CNN faces Twitter backlash

Link-Bait Annoys Serious Readers

CNN faces Twitter /backlash

The Downworthy MovementToning down hyperbolic headlines

How To Replicate ItConsume a lot of content.

1) Subscribe to Facebook/Twitter feeds2) Maintain RSS feed

3) Magazines/Papers/Books4) Films/TV/Documentaries

5) Forums: Reddit/Quora/Y! Answers/9Gag

How To Replicate ItBefore you publish something, ask yourself these

questions.

How To Replicate It1) Does this story evoke strong emotions?

How To Replicate It2) Is it a good time to publish this

photo that reveals the Supreme Court to be an accidental phallic symbol?

Random Facebook post in 9-2012 that nobody cared about.

Resurfaced 12-2013, wentviral immediately.

How To Replicate It3) Will anybody share it on social media?

How To Replicate It4) Can I add value to this? A better headline, a picture, a graphic? Is there a better way to present

this story?

How To Replicate It5) Does this story have a shelf life?

How To Replicate ItLastly, don’t go viral for the wrong reasons.

Thanks.